This document summarizes common myths and missteps international companies make when entering the Russian market. It notes that Russia has a large smartphone and app user base, with mobile usage accounting for 60% of devices. However, companies often incorrectly assume interfaces only need simple translation rather than full localization optimization. They also underestimate how top grossing apps in Russia are developed by domestic companies tuned into the local market. The document advises international firms to test apps internally, properly track data and usage across devices, and directly partner with Russian ad networks to succeed in Russia.

1. False steps of international
companies entering the Russian
market

2. Agenda
• Russian myths
• Russian specific
• Summary

4. Market size
• TOP-5 market by users
• 80,5 mln users and growing
Myth #1
• TOP-5 market by app installs
• 50 mln smartphones and growing

5. Social status
Top grossing in Russia:
• Elex Technology
• Supercell
• Machine Zone
• Wargaming
• Tap4fun
• IGG
• EA
Myth #2
Online games payments
Top grossing in Russia Source: Research Mail.Ru Group 2016

6. Complexity
• Simple interface + API
• Common international principles
Myth #3

8. Device share
Source: Liveinternet.ru, feb-16
Mobile
60%

9. Popular apps
Source: TNS, Cities 700k+, 12-64
Time
spent per
day
by Mail.Ru Group
by Mail.Ru Group
by Mail.Ru Group

10. Language share
Source: Russian census
• London is the capital of Great Britain!
• Let me speak from my heart!
• Who is on duty today?
93%
7%
Speak
English
Don’t Speak
English

11. Summary

12. Localization:
translation and
optimization,
SEO&ASO;
Main tips
In-house test first;
Proper tracking and
control;
Cross-device data usage;
Direct contact with
advertising partner
Use Russian social networks
for authorization

13. QUESTIONS?
a.konev@corp.my.com